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Case Study 
DIGITAL MARKETING 
STRATEGIES TO DRIVE 
ENROLLMENT 
BDI Educational Institution Marketing Forum 
November 19, ...
Jon Wexler 
VP of Enrollment Management 
Fairleigh Dickinson University 
@fduwexler 
Jon Fox 
President 
Flightpath 
@jonf...
3 
FDU Goals 
Drive Student 
Enrollment 
Build 
Prospect Pool 
Applicant 
Activation 
! ! !
TODAY’S 
CASE STUDY
About 
Flightpath 
! Founded in 1994 
! Creative digital agency 
! Headquartered in NYC 
! 50 employees 
! Results oriente...
! 
6 
Success 
Factors 
! Brand alignment 
! Unified strategy 
! Integrated touch points 
! Ongoing measurement 
& optimiz...
7 
An Easy Win 
Scholarship Search 
Transforming an old-school 
process to an easy-to-use 
online tool.
8 
Another 
Easy Win 
Campus Finder 
Easing the enrollment 
process.
Key Campaigns 
Summer 
Session 
MBA 
Undergraduate 
Admissions
Think Summer 
Targets 
! Current Students 
! Visiting Students 
! Prospective Students 
! Returning adult learners in 
clo...
Think Summer 
Challenges 
! Not the most highly enrolled 
programs 
! No financial aid available 
Opportunity 
! Attract l...
Think Summer 
Tactics 
! Facebook Content & 
Engagement 
! Facebook Ads 
Results/Conclusions 
! Anecdotal lift in enrollme...
MBA 
! Saturday 
! Part-time 
! Full-time 
! Executive
MBA 
Goals 
Less time sensitive than summer 
! Boost applications 
! Drive program enrollment 
! Capture leads 
! Provide ...
SEM Landing Pages 
15 
Branded Campaign Full-Time Campaign
SEM Performance 
Aug Oct Nov Dec Jan Total 
Impressions 100,680 113,545 126,843 93,225 116,201 550,494 
Clicks 1,877 2,160...
Conversions & Cost Per Conversion 
17 
$120.00 
$100.00 
$80.00 
$60.00 
$40.00 
$20.00 
$0.00 
100 
80 
60 
40 
20 
0 
Au...
Social Campaign Support
Results 
19 
400+ Conversions 
Approximately 200 
engaged in application process 
4 bona fide enrollments 
within 60 days
APPLICANT 
ACTIVATION 
20
21 
The 
Opportunity 
! Playing to school’s 
unique strengths 
! Knowing the audience 
! Cut through the clutter 
! Surpri...
22 
Three Essential 
Drivers of 
Motivation 
Autonomy 
Purpose 
Mastery
23 
Gameplay: Multi-level Brain Teasing Puzzles
Gameplay: Multi-level Brain Teasing Puzzles 
24 
! MASCOT RUSH Screenshot
THANK YOU 
flightpath.com
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Digital Marketing Strategies to Drive Enrollment - BDI 11/19 Social Media Marketing Forum for Educational Institutions

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Presentation: Digital Marketing Strategies to Drive Enrollment

Presented By: Jon Fox, President,Flightpath &
Jon Wexler, Vice President of Enrollment Management, Fairleigh Dickinson University

Jon Fox founded the agency that would become Flightpath in his Greenwich Village apartment in 1994. A veteran of twenty years of digital marketing, he is a recognized leader in helping organizations of all sizes maximize their investments across the web and broader channels. Jon is an exceptional business analyst focused on achieving measurable results for his clients. In his role as president, Jon drives the overall direction of Flightpath, oversees/guides digital strategy for a number of key accounts and works hard to develop and mentor his talented staff. Jon recently completed his 11th NYC Marathon. He lives in Brooklyn with his wife, kids and dog.

As the vice president of enrollment management for Fairleigh Dickinson University, Jonathan Wexler is regularly traveling across the country and around the world representing FDU! Over the past four years, Wexler has worked to increase applications for freshman and transfer admissions by more than 65 percent — while collaborating on new education initiatives — including Silberman College of Business’s Saturday MBA Program and the University-wide Combined Degree Advantage Program. Wexler received his bachelor’s degree at Goucher College in Baltimore, Md. before completing a master’s in higher education administration at University of South Carolina. He joined FDU in 2008.

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Digital Marketing Strategies to Drive Enrollment - BDI 11/19 Social Media Marketing Forum for Educational Institutions

  1. 1. Case Study DIGITAL MARKETING STRATEGIES TO DRIVE ENROLLMENT BDI Educational Institution Marketing Forum November 19, 2014
  2. 2. Jon Wexler VP of Enrollment Management Fairleigh Dickinson University @fduwexler Jon Fox President Flightpath @jonfox1 2
  3. 3. 3 FDU Goals Drive Student Enrollment Build Prospect Pool Applicant Activation ! ! !
  4. 4. TODAY’S CASE STUDY
  5. 5. About Flightpath ! Founded in 1994 ! Creative digital agency ! Headquartered in NYC ! 50 employees ! Results oriented ! Emotional Currency is central to our work
  6. 6. ! 6 Success Factors ! Brand alignment ! Unified strategy ! Integrated touch points ! Ongoing measurement & optimization Social Media ! Email Video Mobile ! ! Website ! Search ! ! Paid Media ! Games
  7. 7. 7 An Easy Win Scholarship Search Transforming an old-school process to an easy-to-use online tool.
  8. 8. 8 Another Easy Win Campus Finder Easing the enrollment process.
  9. 9. Key Campaigns Summer Session MBA Undergraduate Admissions
  10. 10. Think Summer Targets ! Current Students ! Visiting Students ! Prospective Students ! Returning adult learners in close proximity to FDU campuses Goals Drive awareness of summer classes and boost program enrollment
  11. 11. Think Summer Challenges ! Not the most highly enrolled programs ! No financial aid available Opportunity ! Attract last minute enrollees
  12. 12. Think Summer Tactics ! Facebook Content & Engagement ! Facebook Ads Results/Conclusions ! Anecdotal lift in enrollment ! Good ‘branding exercise’ ! Positive impact on student communication
  13. 13. MBA ! Saturday ! Part-time ! Full-time ! Executive
  14. 14. MBA Goals Less time sensitive than summer ! Boost applications ! Drive program enrollment ! Capture leads ! Provide information and showcase program benefits ! Answer common questions ! Evoke a sense of urgency Tactics ! Search Engine Marketing ! Social Media • Facebook • LinkedIn
  15. 15. SEM Landing Pages 15 Branded Campaign Full-Time Campaign
  16. 16. SEM Performance Aug Oct Nov Dec Jan Total Impressions 100,680 113,545 126,843 93,225 116,201 550,494 Clicks 1,877 2,160 2,133 1,494 1,768 9,432 CTR 1.86% 1.90% 1.68% 1.60% 1.52% 1.71% CPC $4.25 $3.42 $3.26 $3.89 $3.96 $3.72 Conversions 70 88 94 84 81 417 Conversion Rate 3.73% 4.07% 4.41% 5.62% 4.58% 4.42% Cost per Conversion $113.95 $83.89 $74.00 $69.14 $86.50 $84.24
  17. 17. Conversions & Cost Per Conversion 17 $120.00 $100.00 $80.00 $60.00 $40.00 $20.00 $0.00 100 80 60 40 20 0 Aug Sep Oct Nov Dec Jan Conversions Cost per Conversion ! Cost per conversion was at an all time low during November at $74 ! Conversions were also at a high during November ! A lower CPC in November contributed to the higher performance
  18. 18. Social Campaign Support
  19. 19. Results 19 400+ Conversions Approximately 200 engaged in application process 4 bona fide enrollments within 60 days
  20. 20. APPLICANT ACTIVATION 20
  21. 21. 21 The Opportunity ! Playing to school’s unique strengths ! Knowing the audience ! Cut through the clutter ! Surprise, delight and energize ! Gather data/ intelligence
  22. 22. 22 Three Essential Drivers of Motivation Autonomy Purpose Mastery
  23. 23. 23 Gameplay: Multi-level Brain Teasing Puzzles
  24. 24. Gameplay: Multi-level Brain Teasing Puzzles 24 ! MASCOT RUSH Screenshot
  25. 25. THANK YOU flightpath.com

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